I was stopped dead in my path by a tall takeover of billboards about a month ago while walking in Brooklyn. I thought to myself, “Oh, here’s that W+K campaign for RXBar I heard about.” I had been a fan of RXBar before I heard about the campaign and had always loved the simplicity of the oversized ingredient list on the front of the package. Now, seeing the work live and in person, their radically simple language and super direct typography felt so appropriate to shake people out of the oversaturation of consumer’s health bar choices that have overtaken New York City bodega shelves in the past few years.

Poking deadpanned fun at the outrageous claims and self-importance of many advertising campaigns with ‘No B.S.’ straight talk, Wieden+Kennedy’s work perfectly pays off the bar’s front of package. Instead of trying too hard to conjure consumers’ curiosity in the health bar with a fast and flashy campaign, the work trusts in and is inspired by the product’s innocence and ease. The results, in my opinion, draw in consumers with a no frills, back-to-basics attitude in the health bar space that’s ripe for reception at a moment when advertising feels ever invasive and irrelevant to the products on whose behalf they seek to communicate.

This campaign struck as a strong balance between RXBar telling the world its brand and product truth and W+K finding a bold and fresh way to communicate that truth.

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